TRUST THEIR INSTINCT
AGENCY: DoubleYou
CLIENT: True Instinct
ROLE: Creative
YEAR: 2016
True Instinct is a natural petfood brand owned by Nature’s Variety, a stand-alone natural cat and dog food company with headquarters in St. Louis, USA.
For their arrival to Europe, we created the whole brand concept, claim and tone from zero. We based our communication on the insight that dogs' and cats' instinct is a form of intelligence. A primal, intuitive and authentic behavioural model that makes them extraordinary beings.
That's how we came up with the "TRUST THEIR INSTINCT" claim, and with the launch campaign, which was based on three true stories that showed the extraordinary instinct of two dogs and one cat.
Main Video.